TOP PLAYERS SOCIAL MEDIA ENGAGEMENT REPORT
London – Barcelona, September 2015 SOCIAL MEDIA ENGAGEMENT REPORT
1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS
2 TECHNICAL SHEET
• Data included refer to top20 players with the most followers across most popular social networks (Chinese not included) • Social networks included: Twitter, Facebook and Instagram. • Considers last 50 posts in each Social Network from the collection date (data collected between April and June 2015). SPECIFICATIONS Total of posts analyzed: 3,000 • Engagement description: Twitter – Retweets and favorites Facebook – Likes and comments Instagram – Likes and comments • Other engagement parameters like shares or views not included
• Project leader: Marc Valls TEAM • Coordinator: Aleix Piqué • Analyst: Alex Mas
3 MOST SUCCESSFUL PLAYERS ON SOCIAL MEDIA
(‘000) Followers
Cristiano Ronaldo stands out as the most followed player with a global reach of more than 150m. Neymar and Messi (with no Twitter account due to Weibo agreement) follow at distance and almost double those right after (led by Kaka)
*Because of an exclusive agreement with Weibo (20.5m followers), Messi doesn’t own an official Twitter account 4 TOTAL ENGAGEMENT PER POST - ALL POSTS*
1,985 (‘000) Engagements
1,659 Twitter 1,436 Facebook
850
511 470 444 431 427 398 359 336 282 269 243 224 199 173 164 77
Each Ronaldo post generates in average a whopping 2mio engagements, followed by Messi (1,7m) and Neymar (1,4m)
* 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post 5 ENGAGEMENT PER POST* - %
(%) Engagements 7.26% 5.89% Twitter
Facebook 5.54% 5.44% Instagram 4.74% 5.25% 4.98% 4.94% 4.91% 4.77% 4.55% 4.24% 4.41% 4.04% 3.87% 3.73% 3.43% 3.28% 3.16% 2.02% 2.46% 1.39% 1.50% 1.08% 1.04% 0.92%1.00%0.71% 0.96% 0.89% 0.78% 0.81% 0.95% 0.45%0.68% 0.46% 0.56% 0.41%0.21%0.31%
Real Madrid’s Sergio Ramos has the best engagement conversion, with 8,8% of posts provoking reaction from followers. Suárez follows with 8,2% and Messi with 6,6%. Instagram has the most interactive users
* 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post Average engagement on Twitter: 0.095% 6 AVERAGE ENGAGEMENT OF EACH NETWORK (%) – ALL POSTS*
(%) Engagements 4.54%
Comments/Shares
Likes
Favourites
RT 0.86% 4.47%
0.845%
0.10%
0.056% 0.045% 0.011% 0.072%
Twitter Facebook Instagram
There is a big gap in terms of engagement between the three platforms. Twitter only reaches an average engagement level of around 0.1%, whereas Instagram, on the other end, reaches a remarkable 4.54%
* 50 posts in each network per player. Average number of Likes, Comments, Shares, RT and Favourites per post 7 TYPES OF ENGAGEMENT IN EACH NETWORK
100% 100% 100% (%) Engagements
Comments/Shares
Favourites Likes (55%) Favourites
RT Likes Likes (98%) (98%)
RT (45%)
(2%) (2%)
Twitter Facebook Instagram
* 50 posts in each network. Average number of Likes, Comments, Shares, RT and Favourites per post 8 MOST ACTIVE PLAYERS IN SOCIAL MEDIA*
Days
172 Twitter 167 156 Facebook
Instagram 120 124 109 97 97 84 78 81
55 56 56 59 43 46 46 34 24
Neymar Jr is the most active player on social media and he only needed 24 days to reach 50 posts on his favorite platform (Instagram), followed by 2 Brazilian players also (Ronaldinho and Kaka). Sergio Ramos, who needed almost 6 months to reach 50 tweets
* Time needed to reach 50 posts on the Social Network most frequently used 9 TYPES OF POSTS - %
%
Personal life
Football
Commercial 22.7% (670) 36.2% (1,067)
41.1% (1,213)
Players have found a good balance between their jobs, their personal lives and their commercial obligations. Posts about their day to day lives represent a 77.3% of their posts, in front of only a 22.7% of commercial posts
Total 2950 posts 10 TOP 10: MOST SUCCESSFUL POSTS – TOTAL ENGAGEMENT*
Engagements (‘000)
With his Personal life son Football
Commercial
Champions Nike – new boots Copa winners With his Selfie in son the car 5 goals Good 4,940 La Liga morning Sant Jordi winners 3,404 3,075 2,814 2,703 2,573 2,362 1,977 1,928 1,918
Neymar Jr Messi Cristiano Messi Messi Cristiano Cristiano Cristiano Neymar Jr Messi Ronaldo Ronaldo Ronaldo Ronaldo
A Facebook post by Neymar with his son was the most successful, with almost 5m engagements, followed by Messi’s one with Champions trophy (3,4m) and Ronaldo with his new boots (3,1m for the joy of Nike)
* Total number of Likes, Comments, Shares, RT and Favourites per post All most engaging posts are from Facebook 11 MOST SUCCESSFUL POSTS – TOTAL ENGAGEMENT*
rd Posted on May 23 . Posted on May 30th. Engagements: +3,405,000 Engagements: +2,814,000
* Total number of Likes, Comments, Shares, RT and Favourites per post Examples shown are the 4 most successful posts 12 TOP 10: MOST SUCCESSFUL POSTS – % OF ENGAGEMENT
Engagements (%) New son announcement Personal life
Football Champions Great With kids manager Commercial With Messi Thanks Champions Champions love Beautiful League UNICEF
16.59%
12.88% 12.24% 11.94% 11.45% 11.04% 10.73% 10.65% 10.40% 10.08%
Sergio Luis Suárez Gerard Sergio Luis Suárez Gerard L. Suárez L. Suárez Sergio Gerard Ramos Piqué Ramos Piqué Ramos Piqué
Having the most followers doesn’t necessarily mean having the most engaged audience. Gerard Piqué, Sergio Ramos and Luis Suárez are leading the ranking with their Instagram posts, which normally have engagement levels of 10% or more
All most engaging posts are from Instagram 13 MOST SUCCESSFUL POSTS – % OF ENGAGEMENT
Posted on June 7th. Engagement: +12.88%
Examples shown are the 4 most successful posts 14 SOCIAL MEDIA ENGAGEMENT REPORT
1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS
15 TOP 10: MOST SUCCESSFUL COMMERCIAL POSTS – TOTAL ENGAGEMENT*
Engagements (‘000) New boots - Nike Twitter
Instagram Joke on Quaresma - Nike CR7 Shirts CR7 Joke on Footwear New boots 3,075 CR7 Quaresma - Nike CR7 Sacoor Underwear - Nike Herbalife Underwear Brothers 1,783 1,555 1,407 1,234 1,163 1,125 1,118 1,043 1,020
Cristiano Cristiano Cristiano Cristiano Cristiano Cristiano Cristiano Cristiano Cristiano Cristiano Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo Ronaldo
Ronaldo owns the commercial ranking exclusively and his posts on Facebook and Instagram can get over 1m engagements and as much as 3m. Portuguese icon is undoubtedly most wanted and successful social media commercial platform
* Total number of Likes, Comments, Shares, RT and Favourites per post 16 MOST SUCCESSFUL COMMERCIAL POSTS – TOTAL ENGAGEMENT*
Posted on March 26th. Posted on February 15th. Engagements: +1,783,000 Engagements: +1,407,000
* Total number of Likes, Comments, Shares, RT and Favourites per post Examples shown are the 4 most successful posts 17 TOP 10: MOST SUCCESSFUL COMMERCIAL POSTS – % OF ENGAGEMENT*
Engagements (%) Burger with Shakira Vitamin Well New boots Auto - Nike Puma – CR7 Vitamin New boots Vivendi Marco Reus Underwear Well - Nike Herbalife Adidas
7,82% 6,83% 6,43% 6,13% 6,10% 6,06% 5,99% 5,86% 5,82% 5,80%
Gerard Ibrahimovic Cristiano Gareth Kun Agüero Cristiano Ibrahimovic Cristiano Cristiano Messi Piqué Ronaldo Bale Ronaldo Ronaldo Ronaldo
Instagram also presents the highest levels of engagement for commercial posts, with an average conversion of 3,90%. Pique’s post with partner Shakira promoting their Burgers restaurant provoked a whopping 7,82% engagement
All most engaging posts are from Instagram 18 EXAMPLES: MOST SUCCESSFUL COMMERCIAL POSTS – % OF ENGAGEMENT*
Posted on January 15th. Engagement: 6,43%
Posted on May 6th. Engagement: 6,83%
Examples shown are the 4 most successful posts 19 AVG. ENGAGEMENT OF EACH PLATFORM (%) – COMMERCIAL POSTS
3.90% (%) Engagements
Comments/Shares
Likes
Favourites
RT
3.83% 0.39%
0.38% 0.05% 0.028% 0.022% 0.007% 0.07% Twitter Facebook Instagram
Instagram is by far the most successful network generating engagement also for commercial posts, with a remarkable 3,9% average rate (vs 4,5% of all posts including non commercial)
Average number of Likes, Comments, Shares, RT and Favourites per post 20 COMMERCIAL POSTS – % OF COMMERCIAL POSTS*
Commercial (%)
52%
39% 37% 30% 29% 28% 27% 25% 24% 22% 18% 18% 18% 17% 15% 14% 12% 11% 8% 6%
Cristiano Ronaldo includes the most commercial posts but that is also because he has more partners and obligations than the others. 1 in 2 posts of the Real Madrid top scorer are commercial, whereas for the rest of the players the average stays at a 21% (1 in 5)
*Average % of commercial posts on Facebook + Twitter + Instagram 21 PURE ADS VS. NATURAL PROMOTION – % OF ENGAGEMENT*
4.97% Engagement (%)
Natural promotion 4.30% Pure ads 3.71% 3.50%
0.61%
0.055% 0.044% 0.17%
Twitter Facebook Instagram Total
There is a fine line separating pure ads from those which look more organic. Managing to make commercial posts look natural thru content creativity produces as much as 34% additional average engagement vs pure ads
*Average % of engagement per post 22 SOCIAL MEDIA ENGAGEMENT REPORT
1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS
23 ENGAGEMENT UPLIFT WHEN USING PLAYERS – %*
Engagement (%)
No players
Players
6.20%
4.70% 4.95% 4.40% 4.20% 3.85% 3.45%
1.50%
Blue chip brands such as Nike, Puma, Beats or Sony have enjoyed a massive 46% extra engagement when using the athletes they are endorsing in their posts (vs posts by same brands not featuring any athletes)
*Average engagement (%) per post on Instagram 24 SOCIAL MEDIA ENGAGEMENT REPORT
1. Technical sheet 2. Football players and overall engagement 3. Most engaging commercial posts 4. Uplift when brands post featuring athletes 5. About PTS
25 PRIME TIME SPORT BUSINESS AREAS
PLAYER IMAGE RIGHTS
Sponsors recruiting Media relationships Social networks Brand positioning & development FOOTBALL CONTENT & CONFERENCES Player representation Reports and articles International player transfers Book Show Me the Money! Academies development Soccerex Transfer Review Friendly games Conferences Esteve Calzada
CORPORATE FINANCE STRATEGIC CONSULTANCY Valuation of squads Club revenue development Secured lending Sponsorship recruitment and Investors recruiting activation for brands Investment opportunities PR & Communications Business plan and corporate Sponsor recruitment decks production
26 CONTACT DETAILS
Esteve Calzada Group CEO [email protected] +44 7741 3763 20 +34 669 84 24 46
Bruno Batlle Joan Ramon Minguell General Manager Director of Corporate Finance [email protected] [email protected] +34 672 29 61 33 +34 652 44 31 59
Luiz Rocha Marc Valls Prime Time Sport Madrid Players Image Rights Marketing [email protected] [email protected] +34 673 483 809 +44 7450 253 050
Teo Cruz Prime Time Sport Brazil [email protected] +55 31 8833 0105
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